Large-scale site migrations are rarely just "SEO projects" — they test how well SEOs understand the full delivery landscape — from CMS structures to stakeholder ownership — and how small mistakes can scale into site-wide issues. In this talk, Rebecca will show what enterprise migrations look like in practice and the rounded knowledge SEOs need to ask the right questions, spot risks early and guide teams through complex delivery.

In this talk, Dena will explain why ecommerce migrations still lead to a traffic cliff dive, even when teams believe the basics are covered. Drawing on real agency-side migrations and her work advising developers, she will show how to build a redirect map that holds up in practice, read crawl and indexing signals in GSC before and after launch, and get the technical checks developers often skip into the build. She will also share how to talk to clients about migrations without losing their confidence. Attendees will leave with a practical pre-launch and post-launch checklist and a framework for communicating technical risk without causing panic.